The Toy Association™ and its members mourn the passing of Norman J. Lewis, co-founder of LJN Toys. He passed away peacefully on October 29 in Rancho Mirage, California at the age of 98.

Born in 1927 in the Bronx, New York, with roots proudly anchored there, he grew up in a close-knit community that shaped his lifelong values of family, loyalty, resilience, and friendship. He carried those values with him through every chapter of his life — as a devoted husband, a loving father, a proud grandfather.

Lewis was a pioneer in the toy industry, recognized as one of the early adopters of TV, movie, and personality licensing. His innovative approach brought beloved properties such as Rookies, SWAT, Emergency, Betsy Clark, Disney, Gumby, and many others to the toy aisles, helping shape the modern licensing landscape.

Lewis was predeceased by his wife of over 50 years, Loretta Varon Lewis, and later shared 15 cherished years with Myra Gordon. Lewis is survived by his sons Jeffrey (Kaye), Peter (Wendy), and Kenneth (Lori); his nine grandchildren Theodore, Alexander, Julia, Amelia, Daniel (Alexandra), Andrew, Eliza, Nathaniel, and Teddy; and three great-grandchildren Otis, Archer, and Henrietta. A private family gathering will be held to celebrate Lewis’ life and legacy. In lieu of flowers, contributions in Norman’s memory may be made to the Loretta Varon Lewis Award in Voice at Julliard online at www.giving.juilliard.edu.